Limits on social interactions during the pandemic drove down demand for colour cosmetics and fragrances. Among the colour cosmetics categories, eyeliner was the least affected, since it is one of the few types of make-up not hidden by face masks.
With less motivation to use beauty products when outside the home, the bathroom became the centre of attention in luxury beauty and personal care, as consumers sought to pamper themselves with spa-like treatments during the pandemic. Skin care, face masks, hair masks and treatment categories that demand time and privacy proved popular during the quarantine periods.
The shift of consumers to online purchasing helped to soften the drop in sales of luxury beauty and personal care. Sephora, Beleza na Web and Época Cosméticos announced Black Friday discounts of 15% to 30% for luxury products.
During periods of crisis, consumers often look for the comfort and familiarity of well-known brands, but at the same time that they seek novelties and contemporary concepts. Brands will thus seek to find a good mix between the iconic items that lead sales, and newly launched products that bring the freshness of the unknown.
The online channel is gaining penetration, with more consumers becoming accustomed to using digital interfaces and building a trusted relationship with such platforms, but brands still have room to develop more solutions in terms of online visual merchandising that better stimulate the senses. Video advertising, virtual try-ons for make-up, chats, tutorials and online requests for samples are expected to gain importance in the future, especially with fiercer competition among e-commerce retailers and more aggressive strategies being used to attract new consumers.
The prospects of a vaccine and the normalisation of social interactions are expected to lead to a celebratory environment by the time the COVID-19 pandemic comes under control. The industry is thus cautiously optimistic about the future.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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